What's the key to Strategic ABM?

Insight

Published July 16, 2025

What’s the key to Strategic ABM?

Samantha Bentley, Design Strategy at Kyndryl, breaks it down: Get as close as you can to the account team, understand what they want to do, understand what the client wants to achieve, and put those two things together.

Strategic ABM isn’t just about your goals — it’s about finding where your company’s and your client’s objectives align.

Bev Burgess

Bev Burgess is passionate about the critical role marketing can play in building deep customer relationships, strong reputations and sustainable growth. She is best known as a worldwide authority on account-based marketing (ABM) and her latest book, Account-Based Marketing: The definitive handbook for B2B marketers explains how to use ABM effectively in your business (Kogan Page, 2025). She is co-author of Account-Based Growth: Unlocking sustainable value through extraordinary customer focus (Burgess and Shercliff, Kogan Page, 2022) and A Practitioner’s Guide to ABM: Accelerating growth in strategic accounts (Burgess with Munn, Kogan Page, 2021). Her other books include Executive Engagement Strategies (Kogan Page, 2020) and Marketing Technology as a Service (Young and Burgess, Wiley, 2010).

What’s the key to Strategic ABM?

Bev Burgess

Further reading

What’s the Biggest Skill Gap in ABM Teams Right Now? We Want to Know.

The ABM-er’s Toolkit: An interview guide for clarifying ambition

Five years of Inflexion Group